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在慈善营销、形象营销、慈善竞争时代,慈善形象对于慈善组织而言日益重要,但至今国内外学界对慈善组织形象问题的探讨尚不多见。慈善组织形象不同于其他组织形象,应该显现理性至上、个性至善、状态至美的特质。慈善组织形象知名度、美誉度、透明度、忠诚度、满意度、协同度等六大要素。影响慈善组织形象的因素也有很多,需要构建相关的形象塑造和维持策略。
Abstract：In the era of charity marketing, image marketing and charity competition, charity images are very important to charity organizations. But there is a few discussion on it in the national and international theoretical research. Images of charity organizations are different from others, and should show particularities of most rationality, personality and state. There are six factors which are well-known degree, reputation, transparency, loyalty, satisfaction and cooperation. Many factors may be influential in images of charity organizations. It should be made up correlative image-building and strategies.
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基本信息:
DOI：
中图分类号:D632.9
引用信息:
[1]王锐兰.我国慈善组织形象:实质、要素与策略[J].北京青年政治学院学报,2012,21(04):57-65.
基金信息:
2011年教育部人文社会科学研究规划基金项目(编号:11YJA880104)